The evolution of IDG’s 360 degree behavioral model began with visual data via eye-tracking and then added neuro-data from mobile EEG readings. The final piece of the model, ethnography, was integrated with a simple client request:
“Consumers tell us they intend to purchase our products when they go shopping, but too often they walk out with a competitor’s product in their hands. What is going on in the store to change their minds?”
By incorporating ethnography into our behavioral model, IDG can understand whether the “meaning” behind marketing efforts is being comprehended and correctly assigned to the messaging facets. Ethnography is ideally suited to unraveling and understanding complex situations, because its approach is not unidimensional, but rather it represents a series of techniques, tools, methods, and forms of analysis.
IDG has conducted thousands of retail ethnographic interviews and observations in every major store chain and geographic region of North America, including grocery, mass, home centers, hardware, office supply, warehouse, department, electronics and appliance, specialty, independent and captive dealerships.